According to Tokyo-based beauty giant Kao, an online survey of 1,032 men in their 20's in 2011 which found forty-eight per cent of respondents use skin lotion, skin milk or beauty essence.
Enter Isshin Do Honpo's 'Kabuki' face masks that incorporate Japanese art and cultural tradition, as well as the latest innovative skin care formulations.
'Kabuki' refers to Japan's most famous form of theater and these packs are designed to look like the make-up worn by actual performers playing roles in two classic plays, "Funabenkei" and "Shibaraku".
Even men in the US are looking to get a hold of the 'Iron Man' and 'Captain America' versions, packed with super collagen power, camellia seed extract, tea leaf extract and satozakura flower - all promising to restore the skin.
Who knew the potential of the meager face mask?
Well, not just any old face mask, upgraded Asian versions are going down well with consumers on the region as they promote whitening, lifting, moisturizing, and anti-ageing benefits in a more affordable way.
Most recent innovations include the hottest natural based ingredients from broccoli to deep sea water, charcoal and even snake venom extracts.
So what’s new about these products that have been around for the last decade or so?
Well, Cosmetics Design's Asia Pacific expert, Florence says they have been upgraded in terms of the material being used, the design as well as newly dedicated sections to treat specific areas.
"From bio-cellulose to silk, collagen gel and cotton lace, the Chinese market is innovating fast. Design has become the best way to create differences among competitors; such as 3D masks with a parted line in the center in order to create face volume," she gives by way of example.
In addition to 3D design, Florence says over layering possibilities also increase the consumer’s perception of the benefits of the product, as if they were applying a double quantity of a serum for instance.